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Marketing: 8th Canadian Edition

Learning Objectives After reading this chapter, you should be able to: 1.Define marketing and identify the requirements for successful marketing to occur. Explain how market orientation focuses on creating customer value, satisfaction, and Customer Relationships. Explain why some organizations have transitioned from the market orientation era to the customer experience management era.

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Manjula Darmalingum
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2K views22 pages

Marketing: 8th Canadian Edition

Learning Objectives After reading this chapter, you should be able to: 1.Define marketing and identify the requirements for successful marketing to occur. Explain how market orientation focuses on creating customer value, satisfaction, and Customer Relationships. Explain why some organizations have transitioned from the market orientation era to the customer experience management era.

Uploaded by

Manjula Darmalingum
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing

8th Canadian Edition

Powerpoints prepared by: Victor Bilodeau Grant MacEwan University - School of Business

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

Marketing: Customer Value, Satisfaction, Customer Relationships, and Customer Experiences

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

Learning Objectives
After reading this chapter, you should be able to:

1.Define marketing and identify the requirements for successful marketing to occur. 2.Understand the breadth and depth of marketing. 3.Explain how marketing discovers and satisfies consumer needs and wants.

4.Distinguish between marketing mix elements and environmental forces.

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

Learning Objectives
After reading this chapter, you should be able to:

5.Describe how market orientation focuses on creating customer value, satisfaction, and customer relationships. 6.Explain why some organizations have transitioned from the market orientation era to the customer experience management era. 7.Understand the emergence of the social media marketing era. 8.Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

WILDPLAY ELEMENT PARKS: ACTIVE ADVENTURE EXPERIENCES AWAIT YOU!


WildPlay is a full-service outdoor adventure company offering
customers bungee jumping, the King Swing, aerial adventure tree courses, and zip-line rides.

WildPlay was started in September 2005 by two certified climbing


guides, Gordon Ross and Tom Benson.

WildPlay targets corporate groups seeking team-building activities,


private groups looking for group fun, and school and youth groups looking for adventurous field trips.

Already close to 200,000 people have taken the bungee plunge and
over 100,000 have challenged themselves on the Monkido courses!

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

WHAT MARKETING IS AND WHAT IT IS NOT

Marketing: Defined
The activity for creating, communicating, delivering and
exchanging offerings that benefit the organization, its stakeholders and society at large.

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 1

WHAT MARKETING IS AND WHAT IT IS NOT

Requirements for Marketing to Occur


Two or More Parties with Unsatisfied Needs Desire and Ability to Satisfy These Needs A Way for the Parties to Communicate Something to Exchange

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 1

WHAT MARKETING IS AND WHAT IT IS NOT


The Breadth and Depth of Marketing
What is a Market? Who Markets? What is Marketed?
Social Marketing

Who Buys and Uses What is Marketed?


Ultimate Customers Organizational Buyers

Who Benefits?

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 2

WHAT MARKETING IS AND WHAT IT IS NOT

The Diverse Factors Influencing Marketing Activities

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 2

FIGURE 1-1 An organizations marketing department relates to many people, groups, and forces

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 2

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS


Discovering Consumer Needs
Consumer Needs and Consumer Wants

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 3

Why did Coca-Colas C2 fail?

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 3

FIGURE 1-2 Marketings first task: discovering consumer needs

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 3

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS


Satisfying Consumer Needs
Target market

The Four Ps: Controllable Marketing Mix Factors



Product Price Promotion Place

The Uncontrollable, Environmental Factors But Wait, What About High-Technology or New-to-World
Products?

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 4

FIGURE 1-3 Marketings second task: satisfying consumer needs

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 4

THE MARKETING PROGRAM


The Marketing Program A Marketing Program for WildPlay Element Parks

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 4

FIGURE 1-4 Marketing Program for WildPlay Element Parks

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 4

HOW MARKETING BECAME SO IMPORTANT


Evolution of North American Businesses
Production Era Sales Era Marketing Concept Era Market Orientation Era

Customer Value Customer Satisfaction Customer relationship management (CRM) Customer lifetime value (CLV) eCRM Interactive marketing

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 4,5

FIGURE 1-5 Six different orientations in the history of North American business

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 4

What type of value do these firms offer their customers?

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 5

HOW MARKETING BECAME SO IMPORTANT


Evolution of North American Businesses cont.
Customer Experience Management Era
Customer Experience Management (CEM)

Social Media Marketing Era


Social Media Marketing

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 6, 7

HOW MARKETING BECAME SO IMPORTANT


Ethics and Social Responsibility:
Balancing the Interests of Different Groups Ethics Social Responsibility
Societal marketing concept Macromarketing Micromarketing

2011 McGraw-Hill Ryerson Ltd. All rights reserved.

LO 8

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